The role of endomarketing in human capital management: a study applied to the Minho Urban Quadrilateral

IF 3.8 Q2 BUSINESS

EuroMed Journal of Business Pub Date : 2023-03-28 DOI:10.1108/emjb-12-2022-0212

Patrícia Micaela Fernandes, B. Sousa, C. Veloso, Marco Valeri

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引用次数: 0

Abstract

PurposeThe aim of this paper is to understand the importance of endomarketing in organizations and whether internal strategies are essential in the management of human capital. Especially, it is intended to understand what kind of policies is adopted in the organizations the authors are dealing with, and also the perception that employees have about them.Design/methodology/approachThe methodology adopted combines a quantitative and qualitative approach, based on documents analysis, and the survey and semi-structured interviews with questions alluding to endomarketing. The study was carried out in the (Portuguese) cities belonging to the Minho Quadrilateral, being Braga, Barcelos, Guimarães and Vila Nova de Famalicão, in which a total of five organizations are held.FindingsThe results seem to show that endomarketing has an essential role in human capital management, in particular, to obtain both individual and organizational results, where there is a mutual relationship. Of the 158 respondents that make up the sample, it was concluded that 78.5% considered the intrinsic factors related to well-being and happiness as important as the extrinsic factors related to monetary rewards.Research limitations/implicationsThe manuscript presents insights for internal marketing and human resource management (i.e. motivation and human capital). Based on the rapid and profound technological changes of the early 21st century, the concept of endomarketing emerged stimulated by globalization and by the greater concern to adopt strategies that were able to differentiate organizations in the markets.Originality/valueThis is an interdisciplinary theme, with contributions to both internal marketing and human resource management, bearing in mind to enhancing the value and well-being of organizational human capital. This study aims to contribute to the development of scientific knowledge in this area that is so relevant for growth and differentiation.

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内部营销在人力资本管理中的作用——基于Minho城市四边形的研究

目的本文的目的是了解内部营销在组织中的重要性，以及内部战略在人力资本管理中是否至关重要。特别是，它旨在了解作者所处理的组织中采用了什么样的政策，以及员工对这些政策的看法。设计/方法论/方法论所采用的方法结合了定量和定性方法，基于文件分析，以及调查和半结构化访谈，其中涉及内部营销的问题。这项研究是在属于Minho四边形的（葡萄牙）城市进行的，这些城市是布拉加、巴塞洛斯、吉马良斯和维拉诺瓦德法马利科，共有五个组织。研究结果似乎表明，内部营销在人力资本管理中发挥着至关重要的作用，特别是在相互关系的情况下，获得个人和组织的结果。在构成样本的158名受访者中，78.5%的人认为与幸福感和幸福感相关的内在因素与与与金钱奖励相关的外在因素同等重要。研究局限性/含义手稿为内部营销和人力资源管理（即动机和人力资本）提供了见解。在21世纪初快速而深刻的技术变革的基础上，内部营销的概念在全球化的刺激下出现，人们更加关注采取能够在市场中区分组织的战略。创意/价值这是一个跨学科的主题，对内部营销和人力资源管理都有贡献，同时考虑到提高组织人力资本的价值和福祉。本研究旨在促进这一领域与成长和分化密切相关的科学知识的发展。

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来源期刊

EuroMed Journal of Business BUSINESS-

CiteScore

9.80

自引率

19.20%

发文量

期刊介绍： The EuroMed Journal of Business (EMJB) is the premier publication facilitating dialogue among researchers from Europe and the Mediterranean. It plays a vital role in generating and disseminating knowledge about various business environments and trends in this region. By offering an up-to-date overview of emerging business practices in specific countries, EMJB serves as a valuable resource for its readers. As the official journal of the EuroMed Academy of Business, EMJB is committed to reflecting the economic growth seen in the European-Mediterranean region. It aims to be a focused and targeted business journal, highlighting environmental opportunities, threats, and marketplace developments in the area. Through its efforts, EMJB promotes collaboration and open dialogue among diverse research cultures and practices. EMJB serves as a platform for debating and disseminating research findings, new research areas and techniques, conceptual developments, and practical applications across various business segments. It seeks to provide a forum for discussing new ideas in business, including theory, practice, and the issues that arise within the field.